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10 step marketing plan   olay regenerist
 

10 step marketing plan olay regenerist

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  • Patients need To feel like they belong again in society To be cured Patients choose The Medical City Services, confidentiality, convenience Patients expect Proper treatment, good services
  • Patient’s Family need Help in taking care of their loved one Guidance on coping Patient’s Family choose Services, Confidentiality, Convenience Patient’s Family expect Proper care, Good Services
  • The marketing opportunity lies in the need for a psychiatric facility that offers not only quality medical services but it also goes beyond basic psychiatric set-up

10 step marketing plan   olay regenerist 10 step marketing plan olay regenerist Presentation Transcript

  • 10 STEP Marketing Plan for Olay Regenerist Ma. Victoria Carmela B. Dela Paz January 19 2011
  • 5 Steps for Part 1: PTM and Positioning
    • PTM are all women concerned about their beauty
    • Eternal beauty, a product that will make them forever young
    • They can choose from Ponds Age Miracle, Estee Lauder Youth Dew, Loreal Skin Genesis
    • Gap is that Olay is priced competitively compared to the others.
    • NSO statistics estimate 94 million Filipinos in 2010. More than half of which are women.
  • 5 Steps for Part 2: Marketing Mix and Strategy
    • Olay Regenerist
    • Mirco sculpting cream (Php 900), Mirco sculpting serum (Php 360)
    • Highest concentration of amino-peptide complex
    • Found in all Watsons and SM department stores
    • Uses the same approach as other competitors but pricing lower
  • Positioning to the Primary Target Market Part 1: Steps 1 to 5
  • 1. PTM: Women of all ages concerned about Beauty
    • Demographics (25 up, Female, social class ABC, single/married)
    • Lifestyle (affluent, concerned with personal appearance)
    • Behavior (Beauty conscious, willing to spend to look young)
  • 2. NWE I want to look young Without surgery I want to always be pretty for my husband . I want to always look My best, Forever young
  • 3. My PTM’s NWE
    • Women of all Ages
      • Do not want to grow old
      • Always want to look as young as they did in their early 20s.
      • But some are afraid to undergo surgery
      • To be Forever Young, Forever Youthful
  • 3a. Olay’s Many Competitors
    • Direct: Ponds, Loreal, Estee Lauder
    • Indirect: Belo, Dermclinic, Cathy Valencia
    • Variables: Price, Facilities, Services, Location, Affiliated doctors
  • 3b. Olay Regenerist Estee Lauder Olay Belo Essentials Ponds Age Miracle Price/Quality Matrix Low-End Mid Range Premium High Price Low Price
  • Positioning vs Brand Matrix Olay Regenerist Estee Lauder Ponds Loreal Firming and Lifting skin Younger looking Safe Reasonably priced Readily available
  • 4. Olay Regenerist is competitively Priced
    • Olay has the advantage of being know for producing skin products from body lotions to face creams
    • They are competitively priced
      • Mirco Sculpting Cream (Php 900)
      • Mirco sculpting serum (Php 360)
  • 5. 94 Million Filipinos
    • According to the NSO, there is an estimated 94 million Filipinos as of 2010.
      • More than 50% are women.
      • 30% belong to the working class
      • 90% are concerned with their beauty and staying young and wrinkle free.
  • 6a. Beauty products compete for market share DIRECT INDIRECT
  • 6b. Product description
    • New Regenerist Mirco-Sculpting Serum
      • Surprisingly firm and lifted skin that looks dramatically younger!
      • Recent scientific developments at Olay have led to the creation of this special serum that now has its highest concentration of amino-peptide complex.
  • 6b. Product description
    • This special serum helps regenerate skin effectively, letting you experience skin that is firmer, lifted and dramatically younger looking.
  • 7. Price
    • Olay Regenerist Cream= P900
    • Ponds = P400
    • Estee Lauder = P3600
    • Olay regenerist cream is priced double that of Ponds Age Miracle cream but about a fourth of the Estee Lauder
  • 8. Promo: Olay. Challenge what’s possible Olay Regenerist is sold exclusively in Watsons and SM department store and advertised in all magazines. This print ad was taken from Good Housekeeping
  • 8b. Competitor promo
    • In general, Beauty products are advertised in magazines and billboards
  • 8b. Competitor promo
    • Magazines and Word Press
  • 9. Location
    • Exclusively Distributed at: Watsons and SM department stores
  • 10. Olay. Challenge What’s Possible
    • Olay’s main strategy is to dominate the market of Watson’s and SM
    • It benefits from the differentiation strategy of quality.
    • Excellent and competitively prized.
  • SUMMARY
  • 5 Steps for Part 1: PTM and Positioning
    • PTM are all women concerned about their beauty
    • Eternal beauty, a product that will make them forever young
    • They can choose from Ponds Age Miracle, Estee Lauder Youth Dew, Loreal Skin Genesis
    • Gap is that Olay is priced competitively compared to the others.
    • NSO statistics estimate 94 million Filipinos in 2010. More than half of which are women.
  • 5 Steps for Part 2: Marketing Mix and Strategy
    • Olay Regenerist
    • Mirco sculpting cream (Php 900), Mirco sculpting serum (Php 360)
    • Highest concentration of amino-peptide complex
    • Found in all Watsons and SM department stores
    • Uses the same approach as other competitors but pricing lower
  • Olay Regenerist
    • Olay. Challenge what’s possible
    • Taken from Good Housekeeping
    • December 2010
  • 10 STEP Marketing Plan for Olay Regenerist Ma. Victoria Carmela B. Dela Paz January 19 2011